Representasi Maskulinitas Pria dalam Konten Media Sosial Instagram @Kahfeveryday

Abstract

This study examines how masculinity is represented and constructed through Instagram content of the Kahf brand, particularly the @Kahfeveryday account. The study focuses on masculine practices presented through visual elements, captions, self-care activities, religiosity, physical performance, and social engagement. A qualitative approach was employed using qualitative content analysis and visual analysis of 25 purposively selected Instagram posts published from September 2024 to February 2025. The analysis combines Connell’s masculinity framework with Stuart Hall’s Circular of Culture to examine how meaning is represented, produced, consumed, and regulated. The findings show that Kahf constructs masculinity through four intertwined forms: hegemonic, complicit, subordinate, and marginalized masculinity. Hegemonic masculinity appears through discipline, physical performance, and self-control, while complicit masculinity is expressed through religiosity, responsibility, and moral conduct. Subordinate masculinity is negotiated through grooming and self-care, whereas marginalized masculinity is represented through solidarity, community participation, and social contribution. These findings indicate that Kahf does not simply replace traditional masculinity, but rearticulates it into a hybrid and reflective form within the cultural context of Indonesian Muslim men.